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This report covers 3 major trends that will impact TikTok user expectations in 2024. Hyper-relevant and useful content will lead users to discover new perspectives and take action IRL. The way stories are told will change, becoming more unpredictable and with multiple arcs. Brands will need to actively listen to users to build trust and engagement beyond a one-time sale.
Following Adalytics’ report about Google's ads appearing alongside harmful content, Google is now allowing advertisers to opt out of the Search Network. It is now possible to exclude search partners from all campaign types, including Performance Max and app campaigns. Despite the news, Google continues to refute the report’s claims, saying bad placements are very rare and that Adalytics intentionally triggered them.
Google paid search is one of the easiest marketing channels to measure. Yet, many B2B companies continue to overspend on ads. To correctly measure ROI, focus on 2 core revenue metrics: $ Closed Won Revenue:$ Ad Spend (lagging) and $ HIRO Pipeline:$ Ad Spend (leading). Then, break down these metrics by branded, high intent non-branded, low intent non-branded, and competitor. This view will allow brands to see which campaigns are bleeding big losses.
Customer-led growth, product-led growth, and performance marketing are a few tactics where simple approaches revolutionize the way brands interact with customers. Zoom embraces customer-led growth via surveys, forums, and social media interactions to continuously improve its user experience. Canva’s freemium model led to a user base of over 75 million active users, with over 50% of them becoming pay subscribers. Amazon continues to be a leader in performance marketing in 2023, with sellers experiencing an average conversion rate of 12%.
Google’s Gemini 1.0 is multimodal. It can generalize and seamlessly understand, operate across, and combine different types of information including text, code, audio, image, and video. This YouTube Playlist contains 5 demo videos showing how Gemini can reason about user intent to generate bespoke experiences, process and understand raw audio, and more.
A spotlight into the marketing career of Jay Livingston, Shake Shack’s current CMO. Livingston crafted regional and national brand marketing strategies that included collabs with Hot Ones, Game of Thrones, and the Trolls Band Together movie. He’s also created programs that aren’t “super expensive”, such as this summer’s campaign to find a “Chief Avocado Officer”. Shake Shack finds new audiences by creating “fun brand moments” to generate media buzz, gain social impressions, and create sales.
Red CTAs can cause conversion rates to drop by 8%-13% because people associate the color with “stop.” Different industries lean towards specific color palettes—banks use blue as it creates a sensation of trust and security, while anti-aging beauty products use purple as it’s soothing and calming.
Reddit Recap is a time capsule of the 2023's highlights. The platform continued to be a lively hub for pop culture, humor, and curiosity. It saw a surge in discussions on AI and world news, as well as a shift in the top-viewed subreddits. The report covers key engagement numbers, major trends from this year, and more.
Key strategies for leveraging customer stories, word-of-mouth, and community interaction to drive sales, enhance brand loyalty, and outpace competitors.
An analysis of why Basecamp’s new homepage messaging is simple yet effective.
Out of every ad dollar spent, 29% goes toward fees for DSP and supply-side platforms, while 35% was spent on non viewable, non measurable, or bot traffic.